Patriotic marketing in action: the impact of advertising-philanthropy congruence on brand love in Vietnam

Purpose The purpose of this paper is to examine the different relationship that brand love, compared with brand attitude, has with actual brand performance in a cross-national and cross-category context. Design/methodology/approach An empirical study was conducted in the USA, Russia and Indonesia to develop and validate a short but comprehensive measure of brand love. A brand attitude measure derived from the company’s tracking studies and behavioural measures derived from panel data were used to examine the different relationship of brand love and brand attitude with brand performance. Findings The findings show that consumers in the USA, Russia and Indonesia share a similar concept of brand love. They also show that brand love, compared with brand attitude, is more strongly related to growth in behavioural loyalty, whereas brand attitude, compared with brand love, is more strongly related to the brand size in the present. Research limitations/implications The paper combines psychological and behavioural data from different sources. Future research may collect both types of data from the same sample of consumers. Besides, the paper uses brand love and brand attitude data related to loyal consumers and users, respectively. Future research may consider both types of consumers simultaneously. Practical implications The paper clarifies why brand love measures should be integrated in a company’s brand measurement system, and their specific contribution compared with brand attitude. Originality/value This paper is the first that examines brand love in a cross-national and cross-category context and that shows the relationship of brand love vs brand attitude with actual brand performance using company/industry-derived data.

PurposeThe purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two different national contexts.Design/methodology/approachThe data for this study were collected through an online survey in the US and China. A total of 711 responses (n = 362 for the US, n = 349 for China) were used for data analysis. A multiple-group structural equation modeling was used to test the hypotheses.FindingsCognitive and sensory associations are significant drivers of US consumers' brand love while affective associations are important for Chinese consumers' brand love. Also, perceived brand origin and identity expressiveness moderate the three brand associations–brand love relationship. For US consumers, cognitive associations significantly influence brand love for both domestic and imported brands, but sensory associations are important for domestic brand love. For Chinese consumers, affective associations significantly influence brand love for both domestic and imported brands, but cognitive associations are important for imported brand love. The impacts of the three brand associations on brand love differ by the degree of identity expressiveness.Research limitations/implicationsThis empirical study offers important insights into the differing effects of perceived brand origin and identity expressiveness in enhancing brand love across cultures in order to establish strong international brand equity.Originality/valueThis study contributes to the scarce cross-cultural research on brand equity by testing the extended brand equity model. The findings provide more specific, meaningful insights into the role of perceived brand origin and identity expressiveness, leading to more effective international brand management.

IKEA is a fast-growing multinational home furnishings company started in 1943 in Sweden. Using a comparative analysis of the IKEA brand in Malaysia and China, this research intends to analyze the relationship between brand attitude, brand experience, brand love, and word of mouth. The data collected from China (N=100) and Malaysia (N=100) revealed that brand attitude, brand experience, and brand love impact word of mouth. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand attitude, brand experience, and brand love in retail brands in China and Malaysia. It also intends to understand better how to build and nurture effective brand attitude, brand experience, and brand love to elicit intense and passionate feelings towards retail brands. Keywords: Brand Attitude, Brand Experience, Brand Love, China, IKEA, Malaysia, Word of Mouth

Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

PurposeThe purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love and brand personality through experiential approaches to consumer behavior.Design/methodology/approachThe conceptual model and the analysis of related hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data were collected using an online survey and the data analysis was done using the structural equations modeling.FindingsThe results show that brand personality has a positive and significant impact on brand love, resistance to negative information and self-disclosure and brand love has a positive and significant impact on brand loyalty, word-of-mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagement.Research limitations/implicationsThis study has some methodological limitation affecting its potential contributions. This investigation has a cross-sectional nature and only tested a few variables as consequences of brand personality.Practical implicationsThis investigation provides evidence of the major impacts of both brand personality and brand love, showing how they combine to boost relevant outcomes like brand loyalty, WOW, willingness to pay more, resistance to negative information, self-disclosure or active engagement.Originality/valueThe originality of this research is related to three fundamental aspects: it is the first time the relationship between brand personality and brand love is tested using second-order modeling to capture the combined effects of all dimensions of brand personality; the influence of brand personality is usually related to attitudes (e.g. word-of-mouth, willingness to pay more, etc.) and not with feelings, such as love, the most powerful feeling that can be established between two people or between a person and a brand (in the case of brand love); and the authors tested brand love by linking brand personality and some traditional relational outcomes under the assumption that brand love can strengthen such relationships.

The purpose of this study is to investigate how self‐brand connection in an interactive multi‐actor single‐brand retail context can lead to consumers' willingness to pay premium through the sequential mediation of brand attitudes (intransigent and flexible) and brand love. Study 1 shows that self‐brand connection strengthens (weakens) consumers' intransigent (flexible) brand attitude, thereby increasing their brand love and willingness to pay price premium. Furthermore, consumers' high level of cynicism attenuates brand love and willingness to pay premium for consumers' displaying flexible brand attitudes. Study 2 shows that favorable other customer perceptions can mitigate the detrimental impact of high consumer cynicism on consumers' brand responses. In Study 3, we found that other customers' favorable behaviors (over similarity and/or appearance) can best mitigate the negative effects of consumer cynicism on brand love and willingness to pay premium. The research contributes by showing how varying degrees of consumers' self‐brand connection can develop willingness to pay premium through developing either intransigent (constructive route) or flexible (mitigating route) brand attitudes and brand love. For consumers harboring flexible brand attitudes accompanied with high cynicism, other customer perception serves as a conditioning tool, that alleviates their cynicism, and garners higher brand love as well as willingness to pay premium, and behavior dimension of other customer perception dominates in this quest.

The concept of brand love and its initiators has a significant importance to previous studies. Regardless, this area is underdeveloped in that it does not cover certain aspects in brand love. Hence, the objective of this study is to understand the impact of various variables on brand love and how it affects repurchase intention within the online and offline brand communities' context in the Jordanian culture. A comprehensive theoretical model is extended and developed to include the following independent variables (inner self, social self, emotional attachment and sense of community) and two dependent variables (brand love and repurchase intention). A judgmental sampling approach is approached through an online survey with a sample size of an average of 389 Jordanian respondents. The study findings show that three out of four variables have a significant positive impact on brand love, whereas, one variable has no impact on brand love.

Consumers in their decision-making process have undergone changes, which were originally simple behaviors that have developed into complex and highly dynamic processes. The purpose of this study is to analyze the influence of brand salience and community on brand love, loyalty and brand advocacy” (a survey of Riamiranda brand customers in Indonesia). The approach used in this research is explanatory research (explanatory research) with a quantitative paradigm and survey methods. The research was conducted throughout Indonesia and was conducted with an online survey with the consideration to reach all respondents in Indonesia without borders (borderless). The population used is all Riamiranda customers in Indonesia. The number of the population cannot be known with certainty so that the sample in this study was determined using the Machin and Campbell (1989) formula so that the research sample was rounded off from the first iteration of 200 respondents. The sampling technique that can be used is purporsive sampling. The results show 1) Brand Salience has a positive and significant influence on Brand Love 2) Brand Salience has a positive and significant influence on Loyalty 3) Community has a positive and significant influence on brand love 4) Community has a positive and significant influence on loyalty 5) brand love has a positive and significant influence on loyalty. The brand salience variable has a dominant influence on brand love and loyalty so that if HRM wants to increase consumer loyalty, what must be considered is product knowledge, Keywords: brand salience, brand love, community, loyalty DOI: 10.7176/JESD/12-20-03 Publication date: October 31 st 2021

PurposeThe main purpose of this paper is to develop a brand love measurement scale, adopting an etic approach and testing for differences on how consumers experience brand love across different cultures.Design/methodology/approachAn integrative model of brand love was first developed and then data was collected through an online survey (N = 322) in two countries (the USA and Portugal) with different characteristics (individualistic vs collectivistic). A structural equation model method was followed, including an exploratory factor analysis, confirmatory factor analysis and multi-group analysis to test the set of hypotheses.FindingsAs proposed in the initial model, results indicate that brand love is the result of a dynamic interaction between five integrated emotional dimensions: passionate driven behavior, commitment, affection and connection, consumer-brand identification and brand relationship. The multi-group analysis across countries suggests that the socio-cultural context, namely, the collectivistic vs individualistic nature of the sample, significantly influences the brand love experience.Originality/valueThis is the first brand love measurement scale developed from an etic perspective, encompassing complex and dynamic emotional dimensions that in combination, form the brand love experience. Results indicate that the brand love experience may significantly differ from culture to culture, pointing out the most relevant dimensions in each of the socio-cultural contexts that better predict brand love and its consequences. These findings are particularly relevant for practitioners working on global brand management.

Brand love is the sum of the values that turn into desire and passion with the pleasure, enthusiasm, and excitement that a consumer experiences when using a product or service. This passion turns into brand love over time, whether the consumer is aware of it or not. Brand love is full of surprises, just like the love people have for each other. This element of surprise is about the change in the feeling that reveals love in us and keeps it alive. This change in feeling is related to the quality that creates love depending on fashion, innovation, products, services, time, and trust in a brand. In this context, this study aimed to determine whether brand love played a mediating role in the effect of consumers' perceptions of the quality of products or services on their buying behavior. The sample consisted of 384 brand X car users living in Turkey. Participants were recruited using convenience sampling. Data were collected using an online survey. Hypotheses were tested using linear and multiple regression analysis. The mediating role of brand love was determined using the four steps in Baron and Kenny's method (1986), while the significance of the indirect effect was tested using the Sobel test. The results showed positive and significant relationships between product/service quality, brand love, and buying behavior. The results indicate that brand love plays a partially mediating role in the effect of consumers' perceptions of product/service quality on their buying behavior. In the light of these findings, the product/service quality perceived by consumers for automobile brands affects their buying behavior through brand love. Keywords: Brand love, Product/service quality, Buying behavior

This study aims to analyze the factors influencing brand loyalty among users of online shopping platforms in Jakarta. The primary focus of this research is to examine the impact of brand satisfaction, emotional brand attachment, and brand love on brand loyalty.The research employs a quantitative approach with hypothesis testing. Data collection was conducted through an online survey using purposive sampling on 230 respondents who have been using e- commerce applications for at least three months. Variables were measured using a Likert scale of 1–5. Validity testing was carried out using Confirmatory Factor Analysis (CFA) with a factor loading threshold of ≥ 0.35, while reliability testing was conducted using Cronbach’s Alpha with a threshold of ≥ 0.6. The findings indicate that brand satisfaction has a positive and significant influence on emotional brand attachment and brand love. Emotional brand attachment positively affects brand love but does not directly impact brand loyalty. Additionally, brand love is proven to have a positive influence on brand loyalty. These findings suggest that consumer satisfaction can enhance brand loyalty through emotional attachment and brand love. Therefore, marketing strategies that strengthen emotional connections with consumers play a crucial role in building brand loyalty in e-commerce platforms.

How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity

Purpose- Today, the most important factor for every brand is to attract consumers to them in a competitive environment and to develop and maintain long-term relationships with them. At this point, businesses are trying to establish a link between their brands. One of the most important ways to create this bond is to build brand love. In this context, the concept of brand love has become extremely important for marketing science. The brands that have become love brands in the eyes of consumers are mentioned by consumers on every platform and provide a competitive advantage for businesses (McDowell, 2011). Thus, consumer-brand relationships have become a popular topic in marketing literature, which has attracted the attention of marketing researchers as well as academics (Albert & Merunka, 2013; Carroll & Ahuvia, 2006; Nawaz, Jiang, Alam, & Nawaz, 2020). Brand love is affected by many factors, which are called antecedents. This study focuses on examining the relationship between the antecedents and consequences of brand love. In today’s digital world, social media platforms have become an indispensable practice in life. We consider Instagram as a brand, and it exhibits brand love. The first purpose of this study is to reveal the relationship between the antecedents and consequences of brand love in the context of Instagram. The main factors, which are analyzed within the scope of the study, are the perceived hedonic value of Instagram, the utilitarian influence of reference groups as well as consumer-oriented perceived brand equity as the antecedents of brand love. We take brand loyalty as a consequence of brand love, which is listed as one of the outcomes of brand love from the consumer perspective. The second aim of this study is to investigate the mediator role of extraversion on brand love and brand loyalty, which is one of the five broad personality traits. Methodology- Within the scope of these purposes, data were collected by an online survey method from 287 people using Instagram with the help of snowball sampling. The collected data was analyzed with SPSS 16 and AMOS 25 package programs. Exploratory factor analysis and confirmatory factor analysis were used to determine the validity of the scales. Then the research hypotheses tested using structural equation modeling. Findings- The analysis reveals that the hedonic value of using Instagram, the utilitarian influence of reference groups, and brand equity have a positive effect on brand love, while brand love has a positive effect on brand loyalty. Furthermore, it is revealed that extraversion has a partial mediating effect on the relationship between brand love and brand loyalty. Conclusion-In this regard, this study reveals the importance and benefits of brand love and the proposed antecedents and consequences of brand love, as well as extraversion for social media and other sectors of industry. By understanding the antecedents and consequences of brand love, managers can get a better understanding of the factors that orientate consumers’ inner feelings for the brand. As a result of this study, brand love and other variables which were part of the model are highly important factors which influence the connectivity between consumers and brands. If the love for the brand is higher, the loyalty for the brand from the perspective of consumers is also higher because brand love has a positive effect on brand loyalty. Therefore, it is extremely important for businesses to try to establish a link between their consumers and the brand and to ensure the formation of brand love. By establishing a a mutual relation between a consumer and a brand, businesses can likewise ensure the loyalty of the consumer towards the brand. Extroverts are more likely to be in a more direct contact with the brand because of their feelings toward it than introverts. Since hedonic value of product also has a positive effect on brand love and loyalty likewise, businesses can use this situation for their own profit by introducing various and different products that will attract customers of this character. Keywords: Brand love, hedonic value, influence of reference groups, extraversion, brand equity JEL Codes: M30, M31, M39

Research attempting to identify factors leading to consumers' adoption of electric cars is limited and inconclusive. Hence this study explores the factors which influence Indian consumers' attitude towards the electric car brands, further leading to brand love and finally resulting in purchase intentions. The mediating role of brand attitude and brand love between the independent variables and purchase intentions is also observed. Descriptive research design was used for the study and data were collected from 539 respondents. The proposed hypotheses were tested using structural equation modelling and Hayes PROCESS method for mediation. The results exhibit that vivacity, online reviews, and accessibility are the top three factors which influence consumers' brand attitude, which results in brand love and further purchase intentions. Brand love was empirically established as a stronger predictor of purchase intentions as compared to brand attitude. The mediating role of brand attitude and brand love was also established.

PurposeThe purpose of this study is to investigate how consumer brand engagement (CBE) promotes brand love and eWOM within the influence of brand interactivity and consumer involvement, especially in the context of the smartphone industry and Chinese social media marketing. This study also examines the important role of brand love and gender in this relationship.Design/methodology/approachData from 403 participants who are followers of the smartphone brand’s social media page was collected via an online survey. PLS-SEM was also used for examining the research model.FindingsThe findings of this research reveal that the (perceived) brand interactivity, and consumer involvement, are key factors influence CBE. As expected, brand love and consumers’ eWOM intention are significant outcomes of CBE. In particular, the relationship between CBE and consumers’ eWOM intention is mediated by brand love. However, gender did not moderate the proposed relationships.Originality/valueBy integrating social exchange theory and attribution theory, this study deepens the understanding of CBE and brand love by examining the relationship between brand interactivity, consumer involvement, CBE, brand love and eWOM in the context of smartphone and Chinese social media marketing.